Avon, the 130-year-old women’s beauty brand has roped in ace actress Parineeti Chopra as the new face for its color make-up category Avon True. Avon's belief that beauty is all about expressing one’s individuality, shines through in this range with the tag line ‘Feel Your Best You’ with Parineeti Chopra joining hands with the brand to propagate its ethos.

“Democratising beauty and freedom of expression are at the heart of Avon. We believe in beauty for all: anyone, anywhere should be able to feel confident and express themselves. For more than six decades Avon has been improving the lives of women globally and supporting causes that matter to women the most like breast cancer awareness and gender-based violence. We wanted a personality who could emulate our practices. Parineeti has always chosen strong, off-beat film roles, and has a unique personal style sense. She has always been vocal about social issues and she resonates with our brand philosophy and attitude towards beauty. We are happy to have her as the brand ambassador of Avon True”, said Swati Jain, Marketing Director, Avon India.

Avon True is all about staying true to the aesthetics of makeup, by being effortless, chic and minimalistic. The Avon True make-up line has high quality and intelligent products that do all the work and make it easier to get the look you want. The make-up line offers True Color Technology and promises color-lock solutions and does not fade easily leaving a lasting effect. It is a portfolio of superior make-up that is versatile, is reliable and delivers on what they promise, offering the uncompromising, ultra-pigmented color that applies effortlessly.

“There are too many rules defining beauty by society. Avon defines the norms of society and urges everybody to feel their best and helps you to feel great about yourself. It is an honour to collaborate with a brand that has respected women for so many years. I love embracing my individual beauty and encourage all girls to do the same. I love being creative with different looks based on my mood, so being able to also express myself freely with Avon True will be fun”, said Parineeti Chopra, Brand Ambassador, Avon True.

Avon True provides a vast range of products to suit everyone for every occasion, every time. The chic make-up line comprises an array of products ranging from Mascaras to Lipsticks, from Kajal to Nail Paints, and from Foundations to Eyeshadows, with a gorgeous palette of colours for the new millennial consumer.